"If Chinese luxury brands are to emerge, it must not be liquor, tea, and some particular craft embroidery that people are proud of. It is most likely to be produced in two industries: the first is the fashion industry , China has a large number of aspiring to do high-level custom, high fashion designer.Second is the jewelry industry, China has a group of very good, diligent and have been doing luxury jewelry over the past 30 years.Jewelry and fashion can cross the nation Ethnic, and religious restrictions to the world. "Lu Xiaoming, president of Le Ya International, made a clear statement on the recent" Zhongjing · Fudan Luxury Forum "organized by the" China Business ". As Lu said, at present, many domestic clothing brands are working hard to achieve high-end promotion. On June 18, the first men's clothing cultural theme museum in China, the Septwolves China Men's Museum, officially opened to the outside world. The China Men's Museum houses late Qing Dynasty , The Republic of China period and modern men's clothing and a variety of daily necessities, fashion life a single product nearly a thousand exhibits. This private museum can also be said that China's men to cross-border marketing an attempt. In fact, the Chinese men's clothing has undergone two decades of development and has come to a critical point of brand development. It is a continuation of the traditional mode of star advertisement endorsement + CCTV bombing + channel investment, or as boldly playing the cross-border as international brands , The development of advanced customization, which will determine the future direction of China's men's. The rise of the plate password China's men's mainly Fujian, Zhejiang and Guangdong these three plates, of which Ningbo, Zhejiang mainly business suits, Fujian Jinjiang, Xiamen, mainly to business and leisure series, and the Guangdong plate due to brand management Defects, in recent years gradually reduced to wholesale and foundry base, it is difficult to compete with the Fujian plate and Zhejiang plate. The rise of Fujian plate, the brand differentiation as a symbol, the birth of a group of personalized men, such as the Septwolves "jacket expert", the nine animal husbandry, "trousers experts" New dress "and so on. In the mid 90s of last century, Fujian men's clothing with the rise of differentiated clothing positioning collective, so quickly to the national market. "In the initial stage of brand building, differentiated positioning can quickly rip the market and initially build the brand attributes; for consumers, differentiated positioning can establish a memory point is a knife into the market, in the The formation of specialized markets in the category of the market can be successful. "Shanghai Jin Kun Shi Jian-Qiang, founder of consulting and training group said. Once for Fujian, Zhejiang, Guangdong and other clothing companies dozens of marketing consulting services Angela Chi-yan founder Angela, the Chinese men's brand development path is grouped into four stages, namely the rise of a single product stage, the rise of Monopoly , The rise of the brand stage and the rise of the champion stage. When the Septwolves to jacket; Shanshan, Youngor suits, shirts and other single product to open the market, they began to diversify the category, which opened the era of brand monopoly. In Angel's opinion, the success of the Chinese men's monopoly model is the key to its future development. Only the advantages of a single product is not enough, in order to establish the monopoly model, it is necessary to extend the category, and Fujian Men took the lead in the "complete monopoly" up and down enough time, so that South Fujian Men shop in Sanya, the North can be Rooted in the Mohe. A complete pattern of monopoly so that men's clothing in Fujian quickly spread throughout the country. In addition, in order to support the monopoly form, "design + buyer" concept supports this model, the buyer grasp the front of the market information and supplier resources, with the cooperation of designers, generally popular models of judgment, like clothing Organizations, parts development, procurement cycle, price negotiations have an advantage, usually within two months to complete the product market. Brand pull stamina less than the rise of monopoly mode and the channel agent can not be separated, channel investment can store quickly expand to the national market, the formation of scale advantages in this process will form a channel to expand advertising follow-up to expand sales tripartite synergies Second, in order to ensure the health of the supply chain, we must ensure that "the growth rate of shop opening" must be greater than the "stock Growth rate "behind the brand must continue to improve. Chinese men's brand promotion is from the high profile of CCTV began. In 2002, the Chinese soccer team broke into the World Cup finals historically. The Qipai, Rimula and Septwolves seized this opportunity and participated in the advertising of the World Cup. With a full eyeball, the brand gained the first concentrated promotion. In 2004, Lee Lang dared to advertise at the Athens Olympic Games on an average frequency of more than 40 times a day. Every day, the audience can see Chen Dao-ming's presence in front of the ancient fort on the Aegean coast. Lilian made a success by focusing on the Athens Olympic Games. In addition to leveraging large-scale sports events, Lee Lang, Talented, Tiger, Septwolves and other brands choose to bid during prime time in CCTV for high-end delivery, such as Rimula chose CCTV-5 for intensive delivery have played a good effect. Stone Zhang Qiang said. Of course, between men, in the grasp of the brand tone, but also have different styles, Lee Lang has enabled Chen Daoming this image over the years, as Lilian create elegant, calm and middle-aged men's image, "simple but not simple "The brand spirit also enjoys popular support; and Rimula men are more willing to inject some social elements of the brand, and the target audience for deeper communication, the sentence:" Mix is ​​not good do not come back, "obviously the heart of the target audience to watch the demand , Reflecting the struggles of audiences in the third and fourth tier markets. Septwolves are more involved in the cultural element and infused the power of culture into the brand, stressing that "men are more than just one aspect," elevating the brand's shape to values. In addition to direct delivery of high-end media platforms, the public relations marketing tactics of Fujian men's clothing is also attractive, such as seven wolves leveraging the "Real Madrid China", Rimu emphasizes "selected Louvre", Lang Lang landing "Milan Fashion Week". These public relations activities for the creation of brand personality and product status promotion effect is very significant. However, in the recent five years, with the upgrading of consumption and the promotion of the concept of consumption in the second and third tier markets, the Chinese men's clothing industry has become stagnant. As the Zhejiang plate is distracted by the investment in other industries, the main industry has gone no further. The marketing of the Fujian plate As a whole did not improve the means, CCTV's advertising effect has gone down, and the design and style of the brand has been slightly outdated, which makes the men's section of Fujian plate appears less than the overall stamina. Let the brand into the cultural genes in the past two years, the Chinese men's clothing has experienced years of rapid development, has reached a bottleneck in the development of the industry, hidden years of inventory crisis has finally emerged, and behind this shows that Chinese men in design innovation, style Sexual, cultural elements, brand management and other aspects are underdeveloped. Looking at the world's most famous big brands, without exception, are designer brands, and the world's top ten men's brands are also designer brands, these designers named after the brand, up to several decades or even Hundreds of years, no matter what kind of advanced marketing model was born, always adhere to their invisible barriers, professional and meticulous to occupy the design strength of resources, such as designer resources, fabric resources, supplier resources, and Constantly tell their own brand story, so that the charm of the design culture has always been above the other resources. "For men's brand in China, how to be focused, professional is not an easy task, the men and women in Zhejiang plate in a certain scale, the enterprise will be a big piece of resources used to do other sectors of investment , Ignoring the sustained development of the main business, leading to lack of development potential in recent years. "Andrew analysis. In the decades or even centuries of accumulation of international brands, in addition to focus, more is the accumulation of culture, this is not illusory, many big brands of color, product design system, style is fixed, such as LV, Gucci are Have settled down the classic styling, such as Hermes scarf patterns, continue to integrate art into the scarves, each scarf has become a work of art; LV travel philosophy, selling travel culture, with each ad Travel related, conveying a profound philosophy of travel. Therefore, the Chinese men in order to establish a distinctive brand mark, we must long-term adherence to the brand culture of precipitation, advancing with the times, while maintaining the brand DNA heritage. Cross-border cooperation is also a major brand clothing brand innovation in recent years an important means. H & M is a master in this area, invited big-name designers guest, has been H & M's marketing killer. 2007 H & M and Roberto Cavalli's cooperation to become the focus, and with Madonna's cooperation, so that Madonna involved in the design, but also attracted the attention of countless fans, these cross-border marketing for H & M brought a significant sales increase. LV and the National Museum of cooperation, the LV's products will be moved to the National Museum for display, this cross-border incident has caused widespread concern, so LV pocketed the eye, its cultural upgrade is incalculable; In addition, Chanel and China Art Museum cross-border exhibition, Septwolves opened seven wolf Museum of Men, these cross-border events, to enhance the brand's cultural connotation and brand style has a positive value. "Chinese clothing must focus on professional, cultural deposition and cross-border cooperation, learn more from the international brand approach, the brand can go further." Andrew said.
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